Following @SkyFootball will pull tweets featuring the content directly into users’ feeds, with those in the UK able to see action from early and late kick-off games and those in Ireland additionally shown clips from 3pm Saturday games, in line with Sky’s current Premier League licensing deals for broadcasting matches.
The videos, which will also include post-match analysis, will be sponsored and will feature brief ‘pre-roll’ adverts.
The announcement marks the latest of Twitter’s forays into sports video content, which have recently included showing live highlights from Euro 2016 games and behind-the-scenes footage from Wimbledon.
“We’re delighted to be working with Twitter to bring in-game clips to football fans across the UK and Ireland as part of our biggest ever season of football,” David Gibbs, digital director of Sky Sports and Sky News, said.
“With more than 30 million users across a variety of platforms, Sky Sports is already the number one digital destination for sports in the UK.
“By expanding our partnership with Twitter, we can bring even more great action to an even bigger audience.”